Brazil’s Cajuina São Geraldo beverage company has joined forces with Canpack to put its flagship beverage, São Geraldo cashew soda, flavored with 5% cashew fruit juice, in 350 ml cans for the first time. Based in the northeastern state of Ceará, the company’s goal was to bring this memorable taste of the region to consumers throughout the country.
São Geraldo once again partnered with Canpack Brazil for a limited edition of nine cans of São Geraldo to commemorate this year’s June Festivals and the exuberant night of San Juan. The cans feature specially commissioned graphics depicting artists, characters, architecture and symbols from Brazil’s nine northeastern states, illustrating the rich cultural diversity of the region.
June is party time all over Brazil with a month full of festivals. Especially associated with the Northeast, these summer celebrations blend native harvest traditions with popular religious festivities, reaching their peak on the eve of St. John’s Day, celebrated last June 24.
Each can of Canpack is named after one of the nine northeastern states. The cheerful designs reflect the festive atmosphere of June in Brazil, while the slogan “No São João, a gente veste Nordeste” highlights the special character and traditions of the Northeast.
São Geraldo marketing manager Tiago Caldas said, “On this special occasion, we literally dressed up the Northeast. Our cans really fit in with the traditions of the festival.”
The cans and the campaign tap into a growing trend toward localism. Consumers increasingly value their own regional traditions and products with which they can identify more closely. Limited edition collectible packaging also stimulates consumers’ imagination, inviting them to buy more as they feel involved and invested in the brand.
